PP3: Trending Topics
In today’s fast-paced digital media environment, capturing public attention is more challenging than ever. With constant streams of content across social media platforms, brands must compete not only with each other but also with trending news, entertainment, and cultural conversations. One of the most effective strategies to break through this noise is newsjacking, a public relations technique in which brands insert themselves into trending topics or real-time events to gain visibility. When executed successfully, newsjacking allows companies to create viral moments that extend far beyond their target audiences, generating global media buzz. Modern newsjacking has evolved into a powerful international public relations strategy, enabling brands to transform real-time events, pop culture moments, and even crises into widespread media exposure through strategic timing, humor, and cultural awareness.
One of the most well-known examples of successful newsjacking is the campaign by Oreo during Super Bowl XLVII. When a sudden power outage halted the game, Oreo quickly posted a simple image on Twitter/X with the caption, “You can still dunk in the dark.” This post was created and shared within minutes of the blackout, demonstrating the importance of speed in newsjacking. Because the Super Bowl is a globally watched event, Oreo’s timely response instantly reached millions of viewers and was widely shared across platforms. The success of this campaign highlights how brands can capitalize on unexpected real-time events by reacting quickly and creatively.
A more recent example of this strategy can be seen in the response by KitKat to a 2026 incident in which a shipment of its chocolate bars was stolen. Instead of responding with a traditional corporate statement, KitKat embraced humor and framed the situation as a dramatic chocolate heist, even going so far as to create a "Stolen KitKat Tracker." By turning a potentially negative situation into an engaging narrative, the brand captured public attention and generated widespread online discussion. These examples demonstrate that effective newsjacking relies heavily on timing and the ability to transform real-world events into shareable content.
In addition to real-time events, many brands use newsjacking to tap into existing pop culture conversations. For example, Lush capitalized on the viral popularity of the film Saltburn by releasing a bath bomb inspired by the movie. The campaign leaned into the internet’s fascination with the film’s more controversial and widely discussed scenes, using humor and shock value to attract attention. Because audiences were already actively discussing Saltburn online, Lush’s product felt relevant and timely, encouraging users to engage and share the campaign.
Similarly, IKEA demonstrated effective newsjacking when it responded to a luxury product released by Balenciaga that closely resembled IKEA’s iconic blue tote bag. IKEA humorously published a guide explaining how to identify an “authentic” IKEA bag, subtly mocking the high-priced designer version. This response resonated with audiences because it played into an existing cultural conversation about luxury branding and accessibility. These examples show that successful newsjacking does not always require breaking news; instead, it can involve strategically inserting a brand into ongoing cultural discussions in a way that feels natural and engaging.
Another important dimension of newsjacking is its ability to transform crises into opportunities for positive media attention. A notable example of this is the response by KFC during a supply chain issue in the United Kingdom that left many of its restaurants without chicken. Rather than issuing a standard apology, KFC released an advertisement featuring an empty bucket with its logo rearranged to spell “FCK.” This bold and humorous approach acknowledged the problem while also demonstrating transparency and self-awareness. The campaign quickly gained international attention and was widely praised for its creativity. By addressing the issue in a way that felt honest and relatable, KFC was able to regain public trust and turn a potentially damaging situation into a successful public relations moment. This example illustrates how newsjacking can be used not only to join conversations but also to reshape them, allowing brands to control their narratives even in challenging circumstances.
A key reason why newsjacking is so effective in generating global media buzz is its compatibility with social media platforms. Platforms such as X, TikTok, and Instagram enable content to spread rapidly across geographic boundaries, allowing local events to become international conversations within hours. Because newsjacking often relies on humor, visual content, or widely recognizable cultural references, it can easily resonate with diverse audiences. Additionally, these campaigns encourage audience participation, as users share, comment on, and reinterpret the content in their own ways. This participatory nature amplifies the reach of newsjacking campaigns, turning them into global phenomena rather than isolated marketing efforts. As a result, brands that successfully engage in newsjacking are not only promoting products, but are actively participating in global culture.
In conclusion, newsjacking has become an essential tool in modern international public relations, enabling brands to generate global media buzz by aligning themselves with trending topics and real-time events. Through examples such as Oreo’s Super Bowl tweet, KitKat’s chocolate heist, Lush’s Saltburn-inspired product, IKEA’s response to Balenciaga, and KFC’s crisis campaign, it is clear that timing, cultural awareness, and creativity are key factors in successful newsjacking. Whether responding to live events, engaging with pop culture, or managing crises, brands that effectively use this strategy can transform fleeting moments into lasting visibility. As media cycles continue to accelerate and audiences become increasingly selective in what they engage with, the ability to quickly and creatively insert a brand into global conversations will remain a crucial component of successful public relations strategies.
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